Are these Channels “DEAD?”
It seems like soooooo many articles/emails/ebooks/Facebook videos are titled something along the lines of: “blank” is dead. Or “Why the new ios update is going to kill email marketing.” Or “3 stats that prove print and mail is dead.” But it is? For the most part those titles are just clickbait, and the content just proves how it is very much not dead.
So, let’s take the three most common “dead” or “dying” marketing channels and see how effective they really are.
I probably get an email once a week proclaiming the end of email marketing. How can email marketing be “dead?” Statista estimates that close to 320 BILLON emails will be sent every day in 2021. On average, office workers receive 127 every day. And a Forbes article from last year suggested that “every person needs at least four email accounts” for security reasons. However, quantity of emails is one reason some say that email marketing is losing its effectiveness as a marketing channel. Is that true?
Email is often one of the main touch points a brand has with a consumer and many younger consumers prefer to communicate with brands with email. Even email that’s clearly from a mailing list still feels like a direct conversation. Which contributes to email’s engagement rates. Across industry’s email average click-through-rate is 3.71 and the average open rate is 22.9. Although that may not seem like a lot, Facebook, Instagram, and twitters combined average engagement is only 0.58.
Part of the reason email gets better engagement rates is because with email, the message is directly reaching who it’s intended for.
Print and Mail
The death of print and mail has been predicted since the beginning of email. Probably even before then. One of the very first articles in our Weekly Vibe newsletter was called “Print’s Not Dead, Right?” It wasn’t in March 2020, and it defiantly isn’t now.
Direct mail average open rate is somewhere between 68 and 90%, which is double, triple, or quadruple the average open rates of other marketing channels. Do people who open direct mail actually purchase? Yes! On average people who receive direct mail purchase 28% more items and spend 28% more money!
Why is direct mail so effective? It comes down to fact that we (humans) like getting mail. 41% of Americans of all ages look forward to getting their mail every day. We still want very real things in our hands, which is something totally lost in email inboxes or on social media. That tactile connection translates into 💰.
Cold calling is another one of those things that’s been “on its way out” for years! Why is sticking around? At this point, an actual person to person conversation is a novelty and stands out against digital interactions. And sales, more than anything, based on connections and communications. It’s a lot easier to ignore an email than a ringing phone. It can also be harder to say no to a real person who you can actually hear.
If you add cold calling as part of your omnichannel marketing, work on your pitch, and be prepared to fail, you may be surprised at how effective it is!
What is your favorite marketing channel or tactic that’s been “dead” for years?
5 Ways to Help Emails Reach People
There are so many things that impact an email’s effectiveness. Often, what matters to the consumer and what matters to the email service are very different things. It’s important to strike the right balance in making the consumer and email service happy, as well as reaching your goal in sending the email. So, how can you make sure your emails reach people?
The Email Services
What do email services care about? They care about the backend/behind the scenes stuff. Things like how heavy images are and the amount of content and the types of links. This is where general best email practices come into play.
It’s important to give consumers an opportunity to opt in (and out if they want) of your email campaigns. If you don’t give people a way to opt out, you are breaking federal email laws and get blacklisted or penalized. Give people the option of choosing what types and how much email content they want from you. Follow through on their requests promptly. Legally, you are required to honor their request within 10 business days. Honoring that request promptly will build on their opinion of your brand.
What other email practices are required by law? Don’t use misleading or inaccurate header information such as your “To,” “From,” and “Reply-To” information. You want people to know where the email is coming from and so does the email service provider. Consumers don’t want to get an email from someone they don’t trust, and the email service provider doesn’t want to deliver email like that.
Don’t mislabel the email. The CAN-SPAM act requires that email subject lines accurate reflect the content of the email. That includes ad information. Like most social medias, email is required to tell the consumer if it an #ad. However, there is a lot of leeway on this and how you choose to disclose this information is up to you.
Now that you have followed all the email laws and best practices to get your email in your consumer’s mailbox, what else should you do? Well, consumers care about catchy subject lines, engaging and interactive content. Here’s 4 things that will impact your emails effectiveness from the consumer’s point of view:
Choice of Words
Email marketing provides freedom for trying out different types of copy until you find works best for your audience. Every audience is different so what content will be the most effective is also different. It is important to understand your demographics and who your audience is.
Email is more than just delivered information. It’s a conversation between brand and consumer. Often it a brand’s only way to communicate with customers and can feel very one on one. The consumer feels like they know the brand like a person, so it makes sense if the brand communicates with the consumer as if the know them as well. They are simple things that make that conversation more memorable, for example, many brands use the customer’s name in emails.
Beyond that you can use audience segmentation to separate your audience into groups that share common characteristics like demographics and behavioral information. Using your audience segments to target your message to things that each group are actually invested in can greatly increase how personal your marketing will feel to the customer.
Since email is often one of main touch points brands have with consumers, it’s really important to maintain brand consistency. The consumer needs to know that the message is from you. Keeping that brand consistency helps your brand’s personality shine and helps people get to know you. Brand consistency builds loyalty and trust. It helps the consumer maintain the connection to your brand.
What brand elements should you include in your emails? Your logo, brand colors, and fonts are good places to start. Due to the nature of email, you don’t want to over crowd it with branding. Instead, think about how tone and feeling. Does the way this email is set up feel like how my brand feels?
Don’t waste people’s time
Most office workers receive 127 every day. People don’t have time to read lengthy emails that actually provide them value. Email copy writing is about providing value as succinctly and quickly as possible. Be direct and to the point. Don’t word vomit on people. Use infographics, bullet points, and short paragraph too highlight the point of your message.
What makes you open an email?
National List Services Expands Its Data Offerings With The Addition Of A Leading U.S. Business Database To Its Online Search & Delivery Count Platform
Bellevue, NE: National List Services (NLS), a division of First Direct, recently added a new National U.S. Business Database to its online search & delivery count system at http://www.NationalListCounts.com. The addition of this highly-anticipated B2B lead generation database is a continuation of NLS’s vision to seek and develop good relationships with leading compilers as to provide the most ethical and accurate lead data to marketers in a real-time, one-stop search and delivery online platform.
Internal marketing teams and external agencies rely on accurate lead and prospect data for maximizing conversions and minimizing wasted spend. With omni-channel and right-time marketing quickly becoming the standards for high-performance campaigns, providing marketers with the right data is essential to their businesses and our industry.
Joel Buhr, President of National List Services: “I’m excited to add another quality database to our count system simply because of what it means to our customers. The convenience and power of being able to search, order, and download records from major leading data files from industry giants like MCH Strategic Data, a leader in the B2i space, on one online system is a tremendous value to marketers searching for and comparing data required for their unique needs.”
“Partnering with National List Services made sense to us because of our shared passion for supporting marketers with accurate, result-generating data.” said Angela Ridpath, VP of Marketing of MCH. “We take great care to understand the nuances of institutions to build a superior data source for healthcare marketers; and providing our databases on their [NLS] platform allows us to reach more marketers looking for the right data.”
About National List Services: National List Services provides the most complete access to the nation’s leading compiled Saturation, Consumer, Business, Automotive, and Specialty List Segments. All made available on the most robust 24/7 count system found at http://www.nationallistcounts.com and supported by our experienced support team. Get the best list recommendations, the best service to solve today’s tough marketing challenges.